Academy sends logo for tune-up

The Royal Academy of Engineering is unveiling a redesigned visual identity designed by Spencer du Bois. The consultancy won the work in January following a three-way credentials pitch.

The academy found that its existing image and logo were failing to appeal to a younger audience, says Spencer du Bois creative director John Spencer.

‘From conversations with senior management and fellows it became clear there was a big difference between what they were saying they want to do and the way they were presenting themselves,’ Spencer explains.

The existing logo suffered from legibility problems at small sizes and did not deliver a clear corporate style, he adds. The new identity, inspired by the ‘first technology’ (a Neolithic hand-axe), resolves these technical problems.